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School of Business | Department of Information and Service Economy | MSc program in Information and Service Management | 2016
Thesis number: 14417
Uncertainty as a determinant of consumers' searching pattern and its impact on satisfaction
Author: Akter, Ruba
Title: Uncertainty as a determinant of consumers' searching pattern and its impact on satisfaction
Year: 2016  Language: eng
Department: Department of Information and Service Economy
Academic subject: MSc program in Information and Service Management
Index terms: tietotalous; knowledge economy; kuluttajakäyttäytyminen; consumer behaviour; päätöksenteko; decision making; tyytyväisyys; satisfaction
Pages: 81
Full text:
» hse_ethesis_14417.pdf pdf  size:888 KB (908307)
Key terms: decision-making; uncertainty; search behavior; satisfaction
Purpose - Several studies found negative relationship of uncertainty and consumers' perceived satisfaction. The purpose of this study was to find out whether various search behaviors of consumers are related to uncertainties and able to moderate the relationship between uncertainties and satisfaction.

Design/methodology/approach- A comprehensive model of consumer uncertainty, search behavior and satisfaction is developed using general decision making framework and previous literature study. A set of hypotheses are offered and survey data was collected and tested using several quantitative data analysis tools within SPSS.

Findings -It was found that consumers' uncertainty at different stages of their decision making process influences their choice of search behavior; however, no significant difference within parallel and iterative searching process was found. Search behavior had very little or no significant impact in moderating negative relationship between consumers' uncertainty and perceived satisfaction.

Research limitations- The data were collected from customers of Finland who are technologically advanced, which somewhat limits the generalizability of the findings. Furthermore, the data are collected some years ago and one must be careful in reasoning our findings to present online travel purchase.

Managerial implications - It will help tourism marketers and developers of decision support system (DSS) to better understand the consumers' decision making process. Therefore, the finding can help managers to identify uncertainties of consumers' decision making process and reduce them by providing appropriate information and capabilities.
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